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The Greatest Butcher on Your Block
Meat & Livestock Australia’s Australian Butchers' Guild Program are again proud to be honouring Australian independent butchers with the return of The Greatest Butcher on Your Block campaign.
Partnering once again with media personality and 'Crap Housewife' Jessica Rowe, the campaign launching 2 November 2020, focuses on highlighting the knowledge of the butcher encouraging consumers to ask your butcher about how to enjoy Australian beef and lamb at its very best.
Jessica showcases what you can learn from the masters of the trade as she is shown some simple meat preparation tips and cooking skills by some of Sydney's finest butchers'. All of which is featured in an online "Ask Your Butchers" series which can be viewed here.
With access to some amazing local produce on our doorstep who better to speak to than your local butcher! The campaign aims to share some of the best kept secrets in the trade, showcasing the valuable knowledge of our butchers' to the nation.
In addition to appearing across digital platforms, the campaign will be promoted exclusively through participating butcher stores. With full path to purchase point-of-sale material supplied including The Greatest Kitchen Guide. This exclusive booklet is jam packed full of tips and tricks, "how to demonstrations" and delicious beef and lamb recipes all courtesy of some of the Greatest Butchers in Australia. These are free for consumers to pick up in participating butcher stores, or alternatively the E-Book can be viewed on the Greatest Butcher campaign page, www.greatestbutcher.com.au.
The independent butcher is once again a household icon thanks to ‘The Greatest Butcher on Your Block’ campaign, launched by MLA with the support of the Australian Meat Industry Council in November 2019.
The campaign set out to re-connect shoppers to the greatest butcher on their block and give them a reason to support their local butcher which led to a increase in foot traffic and volume of sales for both beef and lamb during the campaign period.
To bring the butcher out from behind the counter, MLA partnered with award-winning journalist, Jessica Rowe to be the face and voice of local butchers and help tell our story of local community, sustainability and nutrition.
Jessica hit the road interviewing 12 butchers across the country to raise awareness about the positives of eating red meat, prompting consumers to head to their local butcher and get to know the people behind the meat cabinets.
Stephen Pocock and his team at Church Street Butchers, Brighton, VIC.
The series of 12 videos, titled ‘A Butcher’s Tail: Meat the Masters’ reminded consumers of the rich and proud meat history that we have as a country and highlighted the underused resource of the local butcher. Jessica created buzz amongst the media and featured on prime time television programs such as The Morning Show and Studio 10 promoting the campaign.
To reward shoppers for their support, MLA ran a 2021 Olympic Games VIP Tokyo experience and barbeque giveaway competition. To date this has been one of the most successful campaigns within the IRB channel with the results in store speaking for themselves.
